Fundamentals of Media Evaluation
What you learn
The history of evaluation and how the industry works today. This course provides detailed information about the tools and techniques of the Evaluation Industry.
Who will benefit?
Studying the course will benefit all those looking to understand the methods and methodologies used in evaluation. It is aimed at the generalist and those that have recently started and are seeking to deepen their knowledge.
Before you start
You should be familiar with basic business practice, have a functional grasp of English for international business use, and have an interest in learning about Evaluation.
Learning outcomes
When you successfully complete the course you will understand:
- How the industry works and its history
- How to apply the tools and techniques of best practice
- The full range of methods employed by the industry
Plan of work
The course starts with a short introduction on our recommended way to study the course. The course provides a Lecture, Study Text, Case Study and Opinion Piece for each module.
At the end of your studies you are invited to undertake an assessment. This is in the form of answering questions selected from each module and a written assignment, these are submitted to the College for assessment.
1 The Evaluation Industry
This module provides a detailed analysis of the Evaluation Industry, from its earliest beginnings through to its current structure and use in today’s media environment. We will explore the thoughts and opinions of leading academics and researchers and discuss the prevalence of evaluation techniques in the PR industry. We will be establishing the importance of evaluation both as a useful methodology and a value-adding technique in PR and communications campaign.
2 Tools of Evaluation
In this part of the course, we will consider the different tools that are used by the industry to evaluate media in all its form. We will also look at each of the various evaluation methods used and assess their individual value.
3 Techniques of Evaluation
In this part of the course, we will be studying the principle techniques used by PR professionals and academics to facility the practice of measurement and evaluation. We will address the issue of planning and tracking trends, how to measure key attributes of communication, and assess the process of evaluating.
4 Principles of Statistics of Media Evaluation
In this section, we will explore the crucial role played by statistical analysis. We will concentrate on the systems by which statistics can be calculated and the advantages and disadvantages of different types of statistical analysis, as well as the ways statistics can be applied to media evaluation.
Assignments
There are two assessments, five short answers questions drawn from each module and a written report in response to the scenario presented. The student is expected to complete and submit all assessments.
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Contact us
Further information about AMEC College can be obtained by emailing: info@ameccollege.com